Compatibility-Driven Momentum in Redemption of Sales Promotions

We study how product category and construal level moderate the effectiveness of gain versus loss framed sales promotions. For products associated with a hedonic goal (e.g., a chocolate cake), loss frames led to a greater likelihood of redemption for low- (vs. high-) level construers. For products associated with a utilitarian goal (e.g., an energy bar), gain frames led to a greater likelihood of redemption for high- (vs. low-) level construers. When the product category, message frame, and construal level were compatible (e.g., a coupon for a utilitarian product presented in a gain frame to high-level construers), redemption likelihood was affected less by product evaluations, suggesting that a goal-compatibility driven momentum motivates consumer action (such as coupon redemption) in these situations.


Amar Cheema and Nidhi Agrawal (2009) ,"Compatibility-Driven Momentum in Redemption of Sales Promotions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.


Amar Cheema, Washington University in St. Louis, USA
Nidhi Agrawal, Northwestern University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products

Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University

Read More


Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More


Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.